Harley-Davidson dealers are accusing rival Indian Motorcycle of engaging in “attack-based marketing” after the company posted an advertisement mocking CEO Artie Starrs — a move that has fueled speculation about whether a broader anti-Harley social media campaign is benefiting the competitor.
The controversy erupted after Indian Motorcycle posted a commercial on Instagram that opened by noting Harley-Davidson had hired “a CEO from a pizza company,” referring to Starrs’ previous role as CEO of Pizza Hut.
The ad also criticized Harley’s electric-motorcycle strategy, overseas manufacturing and past diversity, equity and inclusion initiatives.
The commercial landed as conservative influencer Robby Starbuck and UFC fighter Sean Strickland have intensified criticism of Harley-Davidson, urging riders to abandon the iconic Milwaukee motorcycle maker over what they characterize as the company’s embrace of “woke” corporate policies.
Harley dealers told the Milwaukee Business Journal that the timing of its rival’s ad campaign and the broader social-media attacks raised questions about whether the efforts were connected.
“The personal attacks on Starrs are below-the belt,” Jeff Binkert, president of House of Harley-Davidson in Greenfield, told the Business Journal.
“Regardless of who created them, I believe the motorcycle industry is best served when manufacturers compete on products, innovation, dealer support and customer experience — not personal attacks,” Binkert said.
Indian Motorcycle’s ad contrasted Starrs with its own CEO Mike Kennedy, describing Kennedy as “a lifetime industry veteran and an avid motorcycle rider.”
Kennedy, a former Harley executive, told the Milwaukee Business Journal last month that recent turnover in the company’s executive ranks presented an opportunity for Indian to gain market share.
“There’s short-term vulnerability there,” Kennedy said. “We think there’s significant market share to be gained.”
The ad appeared to spark backlash among some Harley riders and dealers, who accused Indian of trying to capitalize on the anti-Harley influencer campaign rather than competing on products.
Indian rejected the criticism and defended the commercial.
“Indian Motorcycle did not manufacture the criticism of Harley-Davidson. Riders were already having that conversation,” an Indian Motorcycle spokesperson said in a statement.
“Harley’s dealer group calls our ad ‘attack-based’ because they do not want to call it false. We stand by it. The point was not pizza. The point was leadership, judgment and Harley’s understanding of the riders it claims to represent.”
The company also argued that Harley previously targeted Indian customers through its own “Indian Conquest” program and said competition between the brands was nothing new.
“We believe Indian builds the better motorcycle. We believe Indian is closer to the rider culture that built American motorcycling,” the spokesperson said.
Neither Kennedy nor Indian Motorcycle’s public-relations firm responded to requests for additional comment. Harley-Davidson declined to comment.
The dispute comes as Starbuck renews his campaign against Harley-Davidson, arguing that the company has failed to change course despite rolling back DEI-related initiatives last year.
In recent remarks, Starbuck accused Harley of elevating executives whom he says previously supported DEI initiatives, LGBTQ-related programs and educational materials discussing issues such as white privilege, gender identity and intersectionality.
Starbuck has focused much of his criticism on Starrs and Chief Brand Officer Marcus Fischer, arguing that their backgrounds are inconsistent with traditional biker culture.
Starbuck denied any involvement by Indian Motorcycle or outside sponsors.
He told The Post neither Indian nor anyone else sponsored his recent investigation into Harley-Davidson’s leadership and policies.
“The greatest attack on Harley Davidson in the long history of the company was not waged by my hands,” Starbuck said in an email.
“It was waged by executives who understand more about pronouns than they do about their riders.”
Starbuck also defended his criticism of Harley’s leadership, saying: “Dealers should ask if their hiring was really a wise fiduciary choice for the company.”
He added that he believes Harley’s board remains out of touch with its customers and said his reporting on the company will continue.
“At this point, it’s clear the board doesn’t understand the customers,” Starbuck said.
The Harley-Davidson Council of the National Powersports Dealer Association on Wednesday issued a public letter backing Starrs and the company’s leadership team while condemning what Chairman George Gatto called “attack-based marketing.”
Gatto described the Indian commercial and anti-Harley influencer posts as “reprehensible,” “contemptible” and “downright dirty.”
The Post has sought comment from Strickland.
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